| Abstrakt: |
Consumption figures confirm that Australia became a nation of wine drinkers in the 1970s, but very little attention has been given to the role of advertising in influencing attitudes towards wine. The foundations for dramatic changes in Australia's drinking culture were laid in the 1950s. Over the decade from 1955, 48 advertisements sponsored by the Australian Wine Board were published in the Australian Women's Weekly. This campaign aimed at educating would-be consumers, in particular women, in the use and service of wine and increasing the general demand for table wine. Operating within the ethos of Australia's biggest selling women's magazine, these advertisements targeted women not simply as consumers of wine but as agents of change, confirming that the Australian wine industry recognised women as crucial players in establishing a new wine-drinking culture. Emphasising democratisation and informality, the campaign encouraged women to embrace wine consumption as an aid to creating a satisfactory domestic life and an appealing image of themselves. This advertising campaign also reflected the changing social attitudes to alcohol consumption in the 1950s and 1960s. [ABSTRACT FROM AUTHOR] |
